1<br />10 STEP Marketing Plan for SmartBroPlug-It<br />Martha Ballesteros<br />March 2011<br />http://martha-ballesteros.b...
This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing manag...
SmartBroPlug-It’s primary target market are students and young professionals “on-the-go” <br />Those who want high-speed a...
SmartBro Plug-It Wireless Broadband<br />Price <br />TV, radio, events, social media networks<br />Nationwide distribution...
1. SmartBro Plug-It’s primary target market are students and young professionals “on-the-go”<br />15-30 years old, social ...
2. PTM needs to be connected anytime, anywhere<br />Status<br />Sense of belonging<br />Job Security<br />Reference: Maslo...
2. PTM’s needs, wants & demands <br />Young professionals need job security, students need to have a sense of belonging an...
3a. SmartBro Plug-It has a few competitors in providing wireless internet connection<br />Direct: Globe Tattoo, Sun Broadb...
2 Position Maps:<br /><ul><li>Price vs.
Coverage vs. </li></ul>3b. Competitive Position Map<br />
3b. SmartBroPlug-It is #1 in price: affordable wireless internet connection provider for students and young professionals<...
3b. SmartBro Plug-It is #1 in distribution: nationwide wireless internet coverage<br />
4. SmartBro Plug-It positions strongly with distribution leverage<br />SmartBro Plug-It is the only wireless broadband<br ...
Affordable at P10 for 30 minutes
Nearly 9 out of 10 times faster based on actual speed test by Philippine Survey and Research Center (PSRC)
Recommended by Top PC Vendors</li></ul>No other wireless broadband network has the same position.<br />http://martha-balle...
Mobile broadband powered by the Fastest, Nationwidest and most Freebie-loaded network ever!<br />			- SmartBro website<br ...
5a. Globe Tattoo’s revenue for 2010 is P5.7 billion<br />http://martha-ballesteros.blogspot.com/<br />
“The market share we have revenue-wise is 12% to 16%, and 59% of the actual number of subscribers.” <br />	- Ernest L. Cu,...
References<br />Globe Telecom, Inc Financial and Operating Results 2010<br />http://www.abs-cbnnews.com/business/11/01/10/...
5b. SmartBro’s wireless broadband revenue for 2010 is P5.3 billion<br />Source: http://www.pldt.com.ph/investor/Documents/...
5c. Estimate the market size using customer data<br />Usage per day or per year<br />Per person<br />Per household<br />ht...
5. Wireless Broadband Market<br />Competitor data= P38 billion<br />Company data = <br />Customer Usage data = <br />http:...
6a. Photo of product category<br />Show a product shot<br />Your product and your competitors<br />with, without box as th...
6a. Show how  product looks vs. competition<br />Product shot 1 <br />of direct competitors<br />Product shot 2 <br />of i...
6b. What makes SmartBro Plug-It different as a product?<br /><ul><li>Smartbro Plug-It is a wireless broadband internet ser...
Whenever you need to surf, just plug it into the USB port of your PC or laptop, and you’ll get connected anytime, anywhere.
Mobile broadband powered by the Fastest, Nationwidest and most Freebie-loaded network ever!
Nearly 9 out of 10 times faster based on actual speed test by Philippine Survey and Research Center (PSRC)
Recommended by Top PC Vendors</li></ul>http://martha-ballesteros.blogspot.com/<br />
7. Price<br />Get prices of your product <br />Creatively compare vs. competitors across different pack sizes and variants...
8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use<br />http://martha-ballesteros.blogsp...
8a. Smart-Bro Plug-It has tech-savvy commercials that appeal to the need of online presence and connectivity of the youth<...
8a. SmartBro Plug-It instills school spirit<br />http://martha-ballesteros.blogspot.com/<br />
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10 Step Marketing Plan Draft - Martha Ballesteros

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Transcript of "10 Step Marketing Plan Draft - Martha Ballesteros"

  1. 1. 1<br />10 STEP Marketing Plan for SmartBroPlug-It<br />Martha Ballesteros<br />March 2011<br />http://martha-ballesteros.blogspot.com/<br />
  2. 2. This 10 Step Marketing Plan is part of the mandatory requirements of Prof. Remigio Joseph De Ungria’s AGSB marketing management class.<br />The data included in this report are based on publicly available data such as those on internet websites, news, package declarations, public reports.<br />When appropriate, data are “masked” so as not to create unexpected conflicts.<br />The reports are posted and linked on slideshare, blogs and facebook so that there is easier sharing among students from different marketing classes.<br />Disclaimer<br />http://martha-ballesteros.blogspot.com/<br />
  3. 3. SmartBroPlug-It’s primary target market are students and young professionals “on-the-go” <br />Those who want high-speed and nationwide coverage wireless broadband connection anytime, anywhere<br />Can choose between Globe Tattoo and Sun Broadband Wireless<br />Gap is all other wireless broadband brands promise the same internet access speed up to 2mbps but not nationwide coverage<br />Over 900,000 prepaid broadband subscribers in 2010<br />Steps 1 to 5Students and young professionals who want the fastest and nationwidest internet connection<br />http://martha-ballesteros.blogspot.com/<br />
  4. 4. SmartBro Plug-It Wireless Broadband<br />Price <br />TV, radio, events, social media networks<br />Nationwide distribution<br />Low cost and supply and distribution leverage<br />Steps 6 to 10Summary headline of the marketing mix & strategy<br />http://martha-ballesteros.blogspot.com/<br />
  5. 5. 1. SmartBro Plug-It’s primary target market are students and young professionals “on-the-go”<br />15-30 years old, social classes AB and upper C, single<br />Students and young professionals who work and surf “on-the-go”<br />Students and young professionals who need to connect to the internet for research and work-related surfing as well as social networking and downloading anytime, anywhere<br />http://martha-ballesteros.blogspot.com/<br />
  6. 6. 2. PTM needs to be connected anytime, anywhere<br />Status<br />Sense of belonging<br />Job Security<br />Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler<br />6<br />http://martha-ballesteros.blogspot.com/<br />
  7. 7. 2. PTM’s needs, wants & demands <br />Young professionals need job security, students need to have a sense of belonging and both need to gain status and self-esteem<br />Students and young professionals choose SmartBro Plug-It over other wireless broadband networks because of price, packaging, speed, brand promise of “fastest and nationwidest” coverage<br />Students and young professionals “on-the-go” demand:<br /> A wireless broadband powered by the Fastest, Nationwidest and most Freebie-loaded network<br />http://martha-ballesteros.blogspot.com/<br />
  8. 8. 3a. SmartBro Plug-It has a few competitors in providing wireless internet connection<br />Direct: Globe Tattoo, Sun Broadband Wireless, BayanBroadband, and Wi-Tribe Bitsy<br />Indirect: WiFi (Free/Secured), Internet Café, Mobile Internet<br />Variables: Price, Coverage, Strength of Signal, Speed, Packaging, Online Presence (Website), Freebies<br />http://martha-ballesteros.blogspot.com/<br />
  9. 9. 2 Position Maps:<br /><ul><li>Price vs.
  10. 10. Coverage vs. </li></ul>3b. Competitive Position Map<br />
  11. 11. 3b. SmartBroPlug-It is #1 in price: affordable wireless internet connection provider for students and young professionals<br />http://martha-ballesteros.blogspot.com/<br />
  12. 12. 3b. SmartBro Plug-It is #1 in distribution: nationwide wireless internet coverage<br />
  13. 13. 4. SmartBro Plug-It positions strongly with distribution leverage<br />SmartBro Plug-It is the only wireless broadband<br /><ul><li>With the fastest and nationwidest coverage
  14. 14. Affordable at P10 for 30 minutes
  15. 15. Nearly 9 out of 10 times faster based on actual speed test by Philippine Survey and Research Center (PSRC)
  16. 16. Recommended by Top PC Vendors</li></ul>No other wireless broadband network has the same position.<br />http://martha-ballesteros.blogspot.com/<br />
  17. 17. Mobile broadband powered by the Fastest, Nationwidest and most Freebie-loaded network ever!<br /> - SmartBro website<br />Tweet, Like, Download, Enjoy, Where you want, When you want.<br />- SmartBro TVC 2011<br />4. “Positioning”: brand identity from the network<br />
  18. 18. 5a. Globe Tattoo’s revenue for 2010 is P5.7 billion<br />http://martha-ballesteros.blogspot.com/<br />
  19. 19. “The market share we have revenue-wise is 12% to 16%, and 59% of the actual number of subscribers.” <br /> - Ernest L. Cu, Globe Telecom President and CEO<br />5a. Based on Globe Tattoo’s press release, broadband market is estimated at P38 billion<br />
  20. 20. References<br />Globe Telecom, Inc Financial and Operating Results 2010<br />http://www.abs-cbnnews.com/business/11/01/10/globe-broadband-subscribers-surpass-1-m-0Globe broadband subscribers surpass 1-M<br />Based on competitor data, broadband market is P<br />
  21. 21. 5b. SmartBro’s wireless broadband revenue for 2010 is P5.3 billion<br />Source: http://www.pldt.com.ph/investor/Documents/PLDT_3Q2010_Press_Release.pdf<br />http://martha-ballesteros.blogspot.com/<br />
  22. 22. 5c. Estimate the market size using customer data<br />Usage per day or per year<br />Per person<br />Per household<br />http://martha-ballesteros.blogspot.com/<br />
  23. 23. 5. Wireless Broadband Market<br />Competitor data= P38 billion<br />Company data = <br />Customer Usage data = <br />http://martha-ballesteros.blogspot.com/<br />
  24. 24. 6a. Photo of product category<br />Show a product shot<br />Your product and your competitors<br />with, without box as they look in the supermarket<br />All pack sizes<br />All variants<br />All major brands<br />http://martha-ballesteros.blogspot.com/<br />
  25. 25. 6a. Show how product looks vs. competition<br />Product shot 1 <br />of direct competitors<br />Product shot 2 <br />of indirect competitors<br />How product looks in <br />supermarket shelves<br /> or point of sales<br />http://martha-ballesteros.blogspot.com/<br />
  26. 26. 6b. What makes SmartBro Plug-It different as a product?<br /><ul><li>Smartbro Plug-It is a wireless broadband internet servicein a USB modem that you can carry wherever you go. 
  27. 27. Whenever you need to surf, just plug it into the USB port of your PC or laptop, and you’ll get connected anytime, anywhere.
  28. 28. Mobile broadband powered by the Fastest, Nationwidest and most Freebie-loaded network ever!
  29. 29. Nearly 9 out of 10 times faster based on actual speed test by Philippine Survey and Research Center (PSRC)
  30. 30. Recommended by Top PC Vendors</li></ul>http://martha-ballesteros.blogspot.com/<br />
  31. 31. 7. Price<br />Get prices of your product <br />Creatively compare vs. competitors across different pack sizes and variants<br />Quantify the price difference in % terms vs. competitors<br />Conclude on what pricing strategy is being used<br />http://martha-ballesteros.blogspot.com/<br />
  32. 32. 8a. Which of these modes does your product use?** Pls. rank most used, 1-highest use<br />http://martha-ballesteros.blogspot.com/<br />
  33. 33. 8a. Smart-Bro Plug-It has tech-savvy commercials that appeal to the need of online presence and connectivity of the youth<br />http://martha-ballesteros.blogspot.com/<br />
  34. 34. 8a. SmartBro Plug-It instills school spirit<br />http://martha-ballesteros.blogspot.com/<br />
  35. 35. 8b. Competitor promo<br />Show also how your key competitors communicate<br />Their commercials<br />Their websites<br />And why your communication stands out<br />http://martha-ballesteros.blogspot.com/<br />
  36. 36. 8b. Competitor promo<br />Samples<br />Can be multiple slides <br />http://martha-ballesteros.blogspot.com/<br />
  37. 37. 9. Place<br />Where is your product available?<br />SMART Business Center, SMART Retail Outlets, convenience stores, loading stations, laptop/computer shops<br />Nationwide<br />Over-the-counter, online application/order<br />http://martha-ballesteros.blogspot.com/<br />
  38. 38. 10. What is the generic winning strategy?<br />Which of the 4 strategies are being used? <br />Low Cost Producer<br />Supply and Distribution Leverage<br />Differentiation<br />Niche<br />http://martha-ballesteros.blogspot.com/<br />
  39. 39. 31<br />SUMMARY<br />http://martha-ballesteros.blogspot.com/<br />
  40. 40. SmartBroPlug-It’s primary target market are students and young professionals “on-the-go” <br />Those who want high-speed and nationwide coverage wireless broadband connection anytime, anywhere<br />Can choose between Globe Tattoo and Sun Broadband Wireless<br />Gap is all other wireless broadband brands promise the same internet access speed up to 2mbps but not nationwide coverage<br />Over 900,000 prepaid broadband subscribers in 2010<br />Steps 1 to 5Students and young professionals who want the fastest and nationwidest internet connection<br />http://martha-ballesteros.blogspot.com/<br />
  41. 41. SmartBro Plug-It Wireless Broadband<br />Price <br />TV, radio, events, social media networks<br />Nationwide distribution<br />Low cost and supply and distribution leverage<br />Steps 6 to 10Summary headline of the marketing mix & strategy<br />http://martha-ballesteros.blogspot.com/<br />
  42. 42. 34<br />10 STEP Marketing Plan for SmartBroPlug-It<br />Martha Ballesteros<br />March 2011<br />http://martha-ballesteros.blogspot.com/<br />

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